ETV Network has introduced an Urdu channel. The Urdu channel is expected to have national presence and will cover 25 per cent of all households having cable and satellite television. The Urdu channel will also be marketed in the Gulf, Pakistan and Bangladesh.
Although most of its regional channels (except Telugu) have to break even in its operations, ETV expects ad revenues to pick up in the future. In its ad rate card, it is already commanding Rs 20,000 for a 10-second slot for prime time viewing.
Expecting to leverage on quality software provided by its sister concern Usha Kiran Television Ltd., which makes its in-house programmes, the channel is hoping its USP will have quality which will hold it in a good stead.
The 24-hour channel has been positioned with the baseline Aap ki aarzoo. It will provide a fair mix of entertainment and information with hourly news updates, telefilms, family dramas, daily soaps, devotional and musical programmes.
Some of its daily soaps will include titles such as Apni Talash Mein (a family drama), Kachchi Basti (about problems of power loom workers), Tumhara Intezar Hai (a social drama) and Gulfishan (story of a family) while weekly serials include names such as Khuda Khair Kare, Betiyan and Hamari Zeenat. There will also be talk shows hosted by the likes of Javed Siddiqui.